IBM Information Agenda for Communication Service Providers Tony Hulme

1. IBM Information Agenda for Communication Service Providers Tony Hulme Advocate for IBM Information On Demand Consulting IT Specialist

2. Business Units Channels Data Systems App App App App App App App App App App DB DB DB DB DB DB DB DB DB DB DB DB Core Systems Core Systems Core Systems Core Systems Core Systems ERP Fixed CRM CRM CRM CRM CRM Direct Mobile DW DW Call Center ODS EDW Internet & Data Customer Directory Web DW Partners Media& Content 52% of users don’t have confidence in their information1 59% of managers miss information they should have used2 42% of managers use wrong information at least once a week2 Reseller Common Landscape in Telecom EnvironmentsCreates Serious Information Challenges 1AIIM 2008 Survey 2Accenture 2007 Managers Survey

3. Telecom Information Challenges • Using huge volumes of information to segment customers effectively • Identify most profitable customers, products, services, & regions. • Understanding and monitoring credit risk of potential customers - balancing risk vs. potential revenue • Managing and tracking late payments, missed payments, and charge-offs • Tracking engineering and construction jobs • Difficulty tracking network performance, customer activation, etc. • Complying with regulatory requirements • Predicting revenue from new services and products • Accurate reporting of key metrics, such as ARPU (average revenue per user)

4. 1 in 3 Business leaders frequently make major decisions with information they don’t trust 1 in 2 Business leaders don’t have sufficient information from across their organizations to do their jobs 3 in 5 Organizations don’t share critical information with partners and suppliers for mutual benefit • Do we know what data we have? • Do we have a business glossary in place? • Do we know how clean our data is – data quality dashboards? • Do we have data stewardship in place? • Do we have a single view of key business entities: customer & product? • Do we centrally manage all our unstructured content? • Do people spend time looking for information – do they trust what they find? • Do we have a data quality firewall in place? Some Positioning Questions … Source: IBM Institute for Business Value - April 2009

5. Information Maturity Model Collaborative and composite applications Optimized business processes Optimized business performance Enablement of strategic business innovation Strategic insight through extreme analytics Information:Integration of internal and external sources Integration:Virtualized information services Applications:Dynamic application assembly Infrastructure:Dynamic, autonomic Information as a Strategic Asset Contextual role-based information commonplace Embedded information within processes Information-enabled innovation Single version of truth across applications Foresight through predictive analytics Information: Full integration of structured and unstructured Integration:Information available as a service Applications: Process integration via services Infrastructure:Resilient SOA; technology neutral Business Value of Information Information as a Differentiator Some contextual, role-based information Enhanced levels of automation Consistent management information Single version of truth for reporting Insight through real-time analytics Information:Data stewardship, structured & some unstructured Integration:Integration of silos; virtualization of information Applications:Services-based Infrastructure:Component/emerging SOA, platform specific Information to Enable Innovation Basic query and analytics Some automation Management by spreadsheet Limited enterprise view Multiple versions of truth Sight of operational information Reduced TCO and admin Information:Structured data; organized Integration:Some integration; silos still remain Applications: Component-based applications Infrastructure:Layered Architecture, platform specific Information to Manage the Business Basic reporting Manual, ad hoc Information overload No enterprise view Untrusted information Hindsight based High TCO and admin Information:Structured data, unorganized Integration: Disjointed; siloed, Applications: Stand alone Infrastructure:Monolithic, platform specific Data to Run the Business Information Maturity

6. Transformational Questions • Do we treat information as a strategic asset with the same focus as cash or human resources? • Do we know what kind of insight is critical for our future growth? • Do we have a clear and decisive plan to instrument, connect and invest in the things we must to gather that insight? • What must I change about my leadership, organization, and governance approach to drive the maximum benefits from this new kind of intelligence? How does the Information Agenda address these questions?

7. 7 Increasing Focus on Business OptimizationShift from Application Agenda to Information Agenda Information Agenda Application Agenda For CSPs to find the next market differentiator or revenue opportunity, they must invest in more sophisticated means of forecasting consumer behavior. Business Optimization growth fueled by Information Agenda adoption Business Automation growth fueled by ERP, CRM, SCM adoption.. Investment 1985 2005 2015 1995 2010 Optimization Real-time Predictive Analytics Contextual Marketing Targeted Services Relative Profitability Order Management Call Centre Operations Network Management Billing Operations Automation

8. Information AgendaUnlocking the Business Value of Information for Competitive Advantage Plan, understand and optimize business performance Establish and maintain an accurate, trusted, single version of the truth End-to-End Capabilities Use information as part of business processes Manage information over its lifetime ContextMarketing Predictive Churn Management Consistent Multi-Channel Experience Customer & Product Profitability Business Optimization Real-Time Predictive Analytics

9. Entry Points Information On Demand Reference Architecture Entry Points Metadata, Governance, Security, Privacy and Compliance Service Oriented Architecture, Provisioning, Cloud Industry Models, Accelerators, Blueprints Strategy (Vision/Roadmap) Entry Points Entry Points

10. Entry Points Access & Delivery Portals & Web Applications Line of Business Applications Collaborative Solutions Composite Applications Mobile Devices Business Intelligence & Performance Management Measuring & Monitoring (Dashboards) Strategy Planning (Scorecards) Query and Reporting Analysis and Visualisation Budgets, Forecasts and Plans Information Access & Analytics Enterprise Search Deep Analytics Extreme Analytics Video/Audio Search eDiscovery Process Management Business Modelling & Simulation Process Execution Design & App Design Workflow Mngmnt Business Policy Rules Mngmnt Services Choreography Information On Demand Reference Architecture Trusted Information Management Metadata, Governance, Security, Privacy and Compliance Service Oriented Architecture, Provisioning, Cloud Industry Models, Accelerators, Blueprints Strategy (Vision/Roadmap) Data Warehousing Information Server Master Data Management Balanced Warehouse Profiling & Analysis Metadata Management Customer Data Integration Entity and Asset Management Quality & Cleansing Federation Change Data Capture Replication Consolidation (ETL) Reference Data Management Data Management Content Management Structured Data Management Automated Collection & Classification Forms eMail Management Data Modelling and Tools Documents Digital Assets Output Management Data Lifecycle Management Content/Records Lifecycle Management

11. Information On Demand Competency Centers Services to help you build information centers of excellence Foundation Tools Software to help you convert your information into a trusted strategic asset Information Agenda Guides & Workshops Industry tailored sessions to guide future state design, identification of key information requirements and gap analysis Information Accelerators Industry specific assets to speed deployment It Takes More Than Just TechnologyThe Information Agenda – How to Approach the IOD Vision Strategy Information Governance Information Infrastructure Roadmaps

12. Information Agenda For Telecom Initiatives to Support Business Objectives

13. E.g. Customer Focus: Consistent Multi-Channel Experience

14. Many References Improved Customer Service via BPM. First year FTE cost avoidance of $2.5 million, and a 150% return on investment Keeps customer service high with a resilient, flexible information infrastructure Managed continued data growth and reduced capacity requirements by archiving 10 million records per day per application Improve profit margins by 2.1% by creating a paperless & process oriented company. Improved Data Quality improve customer care. $4M saved in 3 years by reducing duplicate mailings and increasing accuracy of customer relationships Met 5-year data retention regulatory requirements by reducing data in the production database Improved Data Quality improve customer care. $4M saved in 3 years by reducing duplicate mailings and increasing accuracy of customer relationships Ability to quickly identify & classify customers at the CSR level resulting in offers that accurately represent segment and customer profile

15. Known Area of Focus Secondary Focus Area Possible Focus No Focus 1 2 3 4 5 Priority: Investing Priority: Not Investing Not a Priority Investigate Further Information Agenda For Telecoms Summary Establish a business based information strategy Leverage and extend existing IT investments Get started quickly, minimize risk and ensure long term success